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Butchers notoriously miss this change of direction in address (10)

Ross

I believe the answer is:

apostrophe

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'address' is the definition.
(thesaurus)

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(Other definitions for apostrophe that I've seen before include "Mark showing omission of letters" , "Passage addressed to character" , "Mark in exam's" , "Sign of omission" , "It may be superfluous on tradesman's sign" .)

I've seen this clue in The Telegraph.
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